This campaign puts the emphasis on the volunteers and their action. In a tribute to them, Surfrider wants to make them proud of their field contribution. The tone is humorous, as they catch marine litter as if it was fish.

Context

« Trophies » is the 2012 Ocean Initiatives campaign. For this big beach, river and lake clean-up operation, previous campaigns were centred on the litter itself and its impact. Surfrider wanted to orientate this one to the people taking part of it.

Results

The campaign was really well received among volunteers and other target publics. Different European newspapers and magazines run the adverts. Ocean Initiatives 2012 were a success with increased mobilization and international expansion.